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First part Psychological factor Chapter One Motivation psychological factor Like any human behavior, consumer behavior is seems as determined by effect of certain factors. Such as motivation psychological factor, which will influence consumer behavior. The motivation factor is one of the consumer behavior factors to process, phenomena to influence consumers to make decisions to purchase products and service. The motivation factor's effect can be relatively easily identified and measured because it is located on the visible range of the forces as well as its impact is tangible with the psychological factors. How can motivation cause a positive or negative impact on consumer activity? Understanding motivation factor how to influence consumer behavior, it can help businessmen to predict that whether how they ought need to achieve commercial policy with the objective causal phenomena to achieve the desired positive result more easily. How can motivation psychological factor influence consumer behavior? In fact, the psychological factors are not seen and difficult measurement. But, in some situation, or environment, businessmen can attempt to fell or measure or visible or predict why and how the consumer changes whose consumption behavior easily. I shall indicate that motivation is one example of visible and feeling and measurement psychological factor to help businessmen predict how and why the consumer's consumption desire will be changed by motivation psychological factor influence. Motivation factor can represent the consumer individual unique qualities and ways of responding to choose to buy the product or service. What is motivation factor mean? Motivation factor can influence every consumer how to make final purchasing decisions and to determine which factors play a decisive role in consumer behavior requires a special approach to the issue of motivation or the consumer ( motivator). This is a key issue and many science focus on the creation of the explanatory model of human behavior or consumer behavior in consumption environment.

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